With about 4 million registrations, podcasts are establishing themselves as a new medium besides TV, radio and social media.

Furthermore, a growing number of companies and entrepreneurs are using podcasts as efficient marketing tools.

Running a podcast is not a one-off if you want to retain listeners and customers for many episodes.

Professional podcasting requires permanent resources for essential activities such as promotion, content planning and for the core element: audio production.

Luckily, today's technology makes it easy to create audio content quickly.

But for all the simplicity, one powerful aspect is often forgotten: